← GlossaryPaid media
Creative Fatigue
Creative fatigue is the performance decline (CTR drop, CPM rise, conversion-rate fall) that occurs as the same audience repeatedly sees the same ad creative. In 2026, creative fatigue sets in inside 7-14 days for scaled Meta accounts — 3× faster than in 2022 — because platform algorithms find relevant audiences much faster.
Related terms
Other paid media terms.
ROAS
Revenue divided by ad spend for a given period or campaign.
CPC
Average paid amount per click in a campaign or ad set.
CPM
Cost per 1,000 ad impressions delivered.
CTR
Clicks divided by impressions, expressed as a percentage.
LSA
Google's pay-per-lead format for local service businesses, showing above standard search results.
CAPI
Server-side conversion event sending that bypasses browser-side tracking limits.
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